By Eric Lee, director, LED signage product planning group, Samsung Electronics
Indoor retailers, entertainment venues, corporate facilities and other businesses constantly evaluate new approaches to stand out within crowded marketplaces. In turn, many are adopting more powerful signage as a go-to upgrade.
Across the marketplace, LED displays in particular have emerged as a one-stop source for customer engagement. These displays offer clear, true-to-life colors and extensive compatibility, creating new ways to deliver a memorable guest experience. And as business needs have evolved, so too has the LED technology necessary to meet them.
The ongoing industry evolution also provides challenges for business decision-makers who are either new to the space or long past their last display update. Understandably, businesses want LED Signage that fulfills core needs. This includes technology that draws audience attention, delivers messages as intended and free of distortion, and maximizes engagement time. However, with so many new LED features available, it can be difficult to grasp which ones are most vital for achieving the greatest possible ROI.
How can curious businesses navigate the complexities and hone in on the technologies that will truly make a positive impact? Three enhancements in particular can make a significant difference in optimizing content for brilliance, precision and expanded engagement.
Dynamic peaking: Achieve optimal content brilliance
Any indoor environment understands the importance of flexibility to showcase eye-catching content at all times. Versatility can help displays overcome potential distortion caused by content running either at low grayscale or among unfavorable natural and ambient lighting.
As a result, dynamic peaking technology is a must for successful LED performance. This innovative feature can overcome such consistency obstacles and amplify content brilliance regardless of the surrounding environment. Through dynamic peaking, LED displays can reach peak brightness levels nearly twice as high as the accepted LED summit. Even against extremely white or dark backgrounds, dynamic peaking technology can produce brilliant and consistent content that shines.
Color management: Display precise, true-to-form content
Modern LED displays have built upon their own LCD predecessors by offering a wider RGB color gamut. Such an extended depth of shades brings out the best in featured content. However, some LED offerings still struggle to execute against this wider gamut, instead producing blurred or overly saturated tones. As a result, skin color can appear with a reddish hue across such impacted displays.
To overcome these discrepancies, ensure that any display under consideration includes a thorough color management feature. Color management leverages specialized algorithms to maintain consistent RGB gradation and showcase colors with greater precision, even at low grayscale levels. The elimination of that reddish hue also reflects human skin color as intended. Just imagine seeing conference call participants as if they were in the room, or featured models or actors at their most beautiful in promotional content.
Additionally, color management functionalities are easy to customize and activate. Users can select, store and deploy the shades that best fit their unique branding and content needs from within the native RGB gamut. This convenience benefits a range of environments, including museums, corporate facilities and news studios, which often must quickly present their brand at the highest clarity across multiple screens.
|Traditional LED(left) vs LED with color management technology(right)|
Scene adaptive HDR: Empower extended audience engagement
Any LED display must showcase content with consistency to be effective. Unfortunately, variations in grayscale levels and brightness can make this difficult.
Scene adaptive HDR technology that can recognize and adjust discrepancies to ensure ongoing uniformity is another worthwhile feature to look for during the evaluation process. This LED enhancer relies on several components to maintain high universal contrast while reaching peak brightness in an audience-friendly manner.
Specifically, specialized inverse tone mapping algorithms refine contrast within individual content scenes to accommodate both the display’s overall size and the brightness of featured content. Likewise, modern scene adaptive HDR technology includes a complementary dazzling defense feature that allows viewers’ eyes to scale as on-screen brightness levels change. In certain environments, viewers' eyes can struggle to adjust as content reaches peak brightness. During these gaps, it’s possible viewers could experience discomfort while also seeing content with added white or gray color. The anti-dazzling feature reduces brightness in other areas as peak brightness rises in target zones, delivering a more comfortable and engaging long-term viewing experience.
Although LED signage technology may be a new endeavor for certain businesses, the potential customer engagement and sales benefits make it at the very least a worthwhile consideration. By understanding what features and enhancements will drive the greatest results, businesses can enjoy new possibilities to share compelling content and attract wider audiences.
Image via Samsung.
Companies: Samsung Display Solutions